influencer marketing and ecommerce marketing podcast GRIN gets real

Hosted by:

Katya marketing manager grin influencer marketing software

Katya Allison

Director of Marketing Content at GRIN

The impact & ROI of content marketing

In this episode:

Robert Rose

Expert. Author. Speaker. Maker of maps for change

Robert has helped marketing leaders balance the art and science of marketing for more than 25 years. More recently, he and his firm, The Content Advisory, partnered successfully with more than 500 companies, including 15 of the top Fortune 100.


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About GRIN Gets Real

Welcome to the GRIN gets real podcast, the show for people who want to maximize their marketing potential. From influencer marketing to eCommerce strategy and everything in between, each episode will feature industry experts that share their insights and provide actionable tips to help you achieve your marketing goals. Subscribe and stay tuned!

Full episode details

Understanding the effects of digital acceleration for marketers today

Robert has helped marketing leaders balance the art and science of marketing for more than 25 years. More recently, he and his firm, The Content Advisory, partnered successfully with more than 500 companies, including 15 of the top Fortune 100.

Upon its launch in 2010, Robert served as the chief strategy advisor of The Content Marketing Institute, which has since become the leading global content marketing education and training organization. He is the author of three best-selling books on marketing and content strategy and is a co-host of the marketing podcast, This Old Marketing, which has achieved more than 2 million downloads across 150 countries.

Full Episode Details

The key to content marketing strategy is knowing what you’re doing and why you’re doing it.

“For most companies (since the digital age began), content has become everyone’s job and no one’s strategy. Everyone, including sales, marketing, the web team, PR, comms, account services, etc., creates content that in some way touches our audience.” – Robert Rose

Creating authentic and compelling content in this day and age is no small feat. This is especially true for brands looking to build a unified message that resonates with their audience while thousands more voices clamor for attention.

To help us understand the 2021 content marketing landscape, special guest Robert Rose offers decades of experience in researching, crafting, and executing profitable content initiatives. He defines what this approach entails, as well as how brands can differentiate themselves from the competition.

The impact & ROI of content marketing

Breakdown of the GRIN Gets Real Podcast Episode #1

Before the economic impact of COVID-19, many brands didn’t fully understand the importance of content marketing strategy. But today, everyone does.

“Content marketing was really important before the pandemic, and I don’t think it’s become more important. What we do observe is that it has become a higher priority for most businesses.”

With an increasing number of brands and creators giving consumers more content to choose from, only some messages are getting through to target audiences. That’s why differentiating one’s brand from the rest is critical.

In particular, brands face challenges with the rise of amateur creators producing professional-grade content. But brands can get a leg up on the competition when they leverage their resources to gather authentic content and incorporate it into their marketing strategy.

In this episode, listeners will learn:

  • What content marketing is and isn’t
  • How content creator skillsets are growing more complex
  • Why goal-setting is key to content ROI
  • Examples of when content marketing is done well
  • Viewing content performance holistically
  • And so much more!

Quotes from This Episode

Grin Gets Real Podcast on ecommerce conversion rate optimization with a quote of Kurt Philip and his headshot

“Content marketing means developing content that is valuable in and of itself that is separate from our brand and our product. It’s developing inspirational, educational, entertaining content that will differentiate our brand in the marketplace.”


“If we believe our brand should communicate to customers, vendors, employees, and all of the audiences that we have, content is encompassing all of that.”


“We have to start with a strategy and a plan and an objective. The challenge is we rarely set those objectives for content marketing, so it becomes impossible – not to measure – but to even know what to measure.”



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